This master's thesis deals with the most important features of Google Analytics that contribute to the understanding of visitor behavior on the website, and explains the elements and parameters that make up the components of Google Analytics, the understanding of which affects competitive advantages and business results. The importance of understanding each factor in order to maximize the success of business campaigns is shown. The main chapters begin with the basic concepts of Analytics, which are a prerequisite for understanding further elaboration, and then explain more advanced tools where ready-made solutions are available and the possibility of adjusting the analysis to obtain answers to complex questions. Furthermore, the possibilities of managing analytics are explained, such as the relations of elements in the hierarchy and the basic settings for the quality functioning of Analytics, as well as the more advanced functions of integrating Google Analytics with other Google products, which unlocks additional possibilities for analysis and drawing conclusions. Possibilities of business improvement using Google Analytics are presented through implementation through the marketing mix and by stating the benefits for the management itself. In order to further confirm the hypothesis, a concrete case was used on the example of a real company. At the end of the paper, a synthesis of the analysis is given, the importance of web analytics in the digital age is emphasized, and the hypothesis of the work is proven. The paper uses visual examples of easy-to-understand illustrations that show practical, simplified examples of what is being discussed.